31 March, 2009

Twitter adds API controls to settings



Twitter, following the lead of other sites like Facebook, have put the control of account access by third-party-developers into the hands of their users with a new sub-section in the settings page.

For example, I have given access to the WeFollow application. If I change my mind and want to revoke access to them, I don't have to go to their site, I can simply access the new Connections tab in the settings page and revoke access.

Why is this an important step forward? Twitter has been a little bit "fly by the seat of our pants" in the last few years as far as spam, account spoofing, and other vulnerabilities to user privacy and security. By taking these kinds of steps to tighten up the kinds of control a user has to the API access of their accounts, Twitter is putting the comfort level back in the hands of users, and will likely ultimately save themselves headaches and major PR disasters later.

When Facebook created the developer network (in 2007 I think) they were very careful about the kind of access to information they allowed through the gatekeepers. Twitter has the advantage of not warehousing as much personal data, and thus not exposing themselves to as much risk, however they are the darling of the scene these days, so they've made themselves a target.

What's next? I'd like to see some more control over notifications. How about a setting that allows me to send @mentions/@replies to an email. What about an RSS Feed for the @replies feed. How about conversation tracking. I would basically take the features of the top 5 apps and integrate them into the site. Yes, that would suck for those developers, but it would make the site better for everyone.

30 March, 2009

Clooney, Timberlake and Obama share cover of Esquire





First ever magazine cover that allows the reader to customize the featured face. In this case George Clooney, Justin Timberlake and President Obama. Justorge Cloobama?
What a clever idea, but at the end of the day, it's simply a novelty.

What I noticed though, was that the ad on the inside cover(s) also changes between different scenes. Innovation is the key to buzz.

23 March, 2009

Customer Appreciation for a Bricks and Mortar Bank


Most people know that banks love to avoid overhead. They invented the automated teller machine, closed branch locations, invested in IVR and Telephone banking systems, and heavily promote online banking, all in an effort to reduce costs, and thus increase the profit margin. --An effort to keep customers out of their branches. The fewer people who need to talk to a human to do their business, the fewer humans the big bank needs to have available to talk back.

So why then would a bank branch hold a "Customer Appreciation Day"? (beyond the obvious answer of 'to appreciate their customers') Why would they encourage people who are content to use an ABM or bank online, to come into the branch that one day of the year to get (and I quote) "free coffee, and maybe some donuts and fruit". What is the value to the bank? Are they attempting to win our hearts and minds with some free coffee, or do they have an elaborate plan to sit me next to a financial adviser who will attempt to convert me/sell me a product/upgrade an existing product?

Or is it just a branch manager trying to 'connect' with his local audience. In all likelihood, the people who would attend would be from the neighbourhood, right? Locals who would know the bank tellers by name, and would likely visit weekly or more to withdraw their money. Old people.

There isn't a reason in the world (other than a donut addiction) that would bring a normal, web-savvy, 30-something into a bank specifically to benefit from the Customer Appreciation Day.

What I would like to see is a message on the screen of the ABM when I do a transaction that day that simply says "In appreciation for your business, we've waived all fees today. We thought you're account could use that a little more than free coffee and a donut." Also, if this was more than just an eager branch manger, I think we'd see the standard signs in the sign holders, not a printout from the computer, taped up on the doors and windows.

21 March, 2009

The Twitter Trap of the Auto-Follow


I was recently followed by CGjnBt682 on Twitter. I decided to check this person with the weird username out, as there has started to be a lot of spam on Twitter. I'm trying to only follow back, those people who are seemingly interesting, new and exploring twitter, or at the very least, people who make an effort.

This person, Mr/Ms. CGjnBt682, has 82 followers, yet they are following over 400. They haven't customized a background or avatar. They have no bio. They have made zero updates. That's right, not even a coming soon post, or a spammers link to a sexy search, ZERO.

It got me thinking about the auto-follow. Sites like SocialToo.com will let you auto-follow people who follow you, and will even do tricky things like unfollow people if they unfollow you within 3 days of following you. Very tricky.

But the Auto-follow has a drawback-- namely spammers. This account has 82 people who agreed to follow its updates (sight unseen, as there haven't been any tweets by which to judge the twitter-savviness). I had a look at the list of people following the spammer, and they are mostly regular people, but it got me wondering about the use of such tools.

Brands need to be careful what tools they use to 'operationalize' twitter into an organization. There are posting tools, scheduling tools, apps for monitoring keywords and trends, desktop management dashboards, feeds, and many others, but if you're just putting the account on auto-pilot, what's the point?

I vote for trying to engage as many people as possible, ---all the time.

17 March, 2009

Consumer and Business Brands on Twitter


What a list! Compiled from many sources, including my own followers, this list is made of brands and companies currently on Twitter. If you know of others or want your brand added, just ask.

1 800 Got Junk
312 Dining Diva
360Fashion Network
Accenture
AccuConference
Active Network
adenin Tech
AideRSS
AIR MILES Reward Program
AL.com
American Traveler
AQA 63336
Archerfish
Arena Flowers
ATT News
Australian ISP BigPond

AutoTrader.com
Avid Technology
AWeber
Baskin Robbins
BatteryFuel
Bazaarvoice
BBC
BC Business Magazine
BCRFA
BearingPoint
besthealthmag
Better World Books
Bigelow Tea
Blinc Cosmetics
BodiBar
Boingo
Bojangles
Boloco
Bosco Chocolate Syrup
brightkit
BrightFuse.com
BT Tradespace
Build Direct
Business.com
BusinessWeek
BusinessWire
Buzzillions
Cabot Cheese
Calliopeboutique.com
Canadian Tourism Commission
Canoe
CareerBuilder.com
CBC
CenterNetworks
Chachu
Chicago Tribune
ChoiceStream
Cincom
CME Group
CNN
CNN Breaking News
Coast Hotels & Resorts
Comcast
ComputerGeeks
Constant Contact
ControlGuard
Correlix
Cristian Cafe
Cutter Consortium
Cybernomics
Delicious
Dell
Dell Canada
Dell Outlet
Deloitte Canada
Delvinia
DeskAway
Discovery Channel
DNA13
Dose
dripit
DunkinDonuts
Dyson Air Blade
Earth Institute at Columbia University
Eastbay
Eclipse Awards
EcoSearch
eGain
FAST
Fast Company
Field Dress
First Federal
FlipVideoCanada
Flying Dog Beer
Food TV Canada
Foot Solutions
FORA.tv
Ford Asia Pacific and Africa
Ford Customer Service
Ford Drive Green
Ford Drive One
Ford Mustang
Ford Trucks
ForRent.com
Forrester
Fox News
FoxNews.com
Frankentipps.de
Freewheelin Bikesharing
Fundtech
FutureTap
Gabbr
GE Healthcare
GE Reports
Geist Magazine
Georgia Straight
Globe and Mail
GM
GM Trucks
Goldensource
Graco
Grant Thornton South Africa
Grant Thornton US
Greenling Organic
Growing Bolder
GU Energy
Google
H&R Block
HarlequinBooks
Harley Davidson
Harper Collins Canada
Hello Direct
Hertz
HipHop.TV
Home Depot
HP Blades
HP News
HP Printing Group
HP Snapfish
HP Social Media
HP Store
Hubspot
Huffington Post
Humana's Innovation Center
I Love Rewards
iPhone
IBM
IBM developerWorks
indusblue
Infusionsoft
Inkfruit
Innovator Campaign (English)
Intershop
Intuit
Ipevo
iPhone
ITV
JASE Group
JBoss
Jetblue
Jewelry Television
Joost
Kijiji
Kodak
Kreative Konnect
Landor.com
Lands End
L'Express
LinkedIn
Litmos.com
Livescribe Pulse Smartpen
LocationStore
Loopt
LOWwaterkeeper
Lululemon
Lumension Security
Luxor Hotel and Casino
Lynda Learning
Macmillan Cancer Support
Magicomm
Make magazine
MarketingProfs
Marriott
MassLive.com
McMaster University Libraries
Medifast
MENG
Metro
MGM Grand Hotel and Casino
MGM Mirage
MicroStrategy
mindblossom
Mindjet
MLive.com
MostComfortableShoes
MpowerPlayer
MSC mobile
Musicnotes.com
MXTabs.net
National Association of Broadcasters/NAB Show
National Association of Realtors
Natural User Interface
Network Solutions
NewsChomper
NJ.com
NOLA.com
Nolo.com
nonlinear_creations
nopaper
Nordstrom
Nortel
North Face
Northern Light
NPR News
nuBound
NY Times
OHL
Open Book Toronto
OpenText
OpusHotel
Oracle
O'Reilly Media
Overlay.TV
Pancheros Mexican Grill
PBLoco
Pepsi
Pinstripe
PitchEngine
PlanetGreen
Playboy
Pool Cue Guru
Pop Syndicate
popchips
Popeye's Chicken
PR Newswire
Pragmatic Marketing
ProfNet
Provident
Proximic
QuickBase
Rachel Maddow
Radian6
Rain City Studios
Random House
Real Time Celebrity Sightings
Realestate.com
Red Hat
Red Hat's Gov Team
RedWire
Research In Motion
RevZilla
Ripple 6
Robert Wood Johnson Foundation
Ron's Home And Hardware
Roots
Rubbermaid
Ruche Boutique
Sacre Bleu Wine
Salesforce.com
Sandler Training
SAP
SAP Listens
SAS BI Consultant
SAS Blog Author
SAS Dummy Book Author
Sciencebase
SEGA
Semper International
Share Our Strength
Sick Kids
Sierra Trading Post
Sightix
Six Apart
SmartFinds Marketing
Sobeys
SocialText
Sodexo
Soundstreams
Southwest Airlines
Spinnakerpro
Sprint News
STA Travel
Starbucks
StreamServe
Sun Microsystems
Surety
Syracuse.com
T Mobile
Tagzania
TalkTalk
Teavana
Telstra
TerraGo
The AppGap
The Blog Studio
The Canadian Hearing Society
The Oregonian
The Sims2
The Sims3
The Washington Times
TheHandbagShop
Thomson Reuters
Thomson Reuters Careers
Tiara Hotels & Resorts
Tiger Direct
Tillamook Cheese
Times Online
Tom Bihn Bags
Tourism Mauricie
Tourism Queensland
Trader Joe's
Trade Show News
Travel Channel
Triathlete Magazine
TurboTax
TuVinhSoft
United Linen
University of Guelph
Ustream
Vancouver Sun
VerticalResponse
VIBE Magazine
Vignette
Viigo.com
Virgin
Viscape
Vornado
Wall Street Journal
War Child Canada
Web 2.0 Expo
Webcredible
Webmaster Radio
West Virginia Blazers
WestJet
Whole Foods
WikiWorldBook.com
Windows Mobile
WOMMA
Wordia
Wright Place TV
XCOM Media
YesToCarrots
Zappos
Zappos Customer Loyalty

Follow me on Twitter if you want to @andrewkinnear!

Privacy where the rubber meets the road


Many months ago, as I was nearing the end of an employment contract and began to prepare for my eventual job search, I was 'head-hunted' by a small firm in Toronto.  This firm specialized in digital marketing types, agency-side and client-side, and were very friendly and personable.

Our relationship petered off when my existing contract was renewed a few months later and my job search slowed to a trickle. I would get the occasional email from them advertising opportunities they were searching to fill, as well as the odd phone call checking in, seeing if I was happy where I was, getting the update, and generally good contact management.  It was a pleasure knowing the small team, though they had yet to actually deliver any results due to my circumstances. 

Yesterday I got an email from one of the staff seeking information or recommendations for a junior position.  This was a job at half my salary range, and was not meant for me, just for me to help them do their jobs.  The problem arose when I realized that the email was not managed or Blind-Carbon-Copied to me (and what I assumed at the time were many other people), but was infact just sent with multiple recipients.



Myself and these 20+ other people (some of whom I RECOGNIZED) were now exposed to each other as recipients of the email, and as having an implied relationship with the firm, either searching or being searched.  You can't un-ring that bell.
I got a followup email (also not BCC'd) apologizing for the mishap, blaming technology, but also taking responsibility for the error.  What if my current boss was on that list?  I knew several people on the list-- should I assume they're like me, and have a legacy relationship with the firm, or should I assume they are unhappy in their job and are actively looking?  

Privacy is important in a web world, but even more so (IMHO) in a personal interaction like a job hunt.  Should I call every headhunter that's ever scraped my details from LinkedIn into their database and tell them to delete me, and never expose my information? It's not really feasible. 

The headhunting industry, recruiters, executive search all have access to equally ruin or reward someones career.  I got a follow call today, after sending them a "please delete all information you have on me, my resume, my contact information, and my email from your list."

There was a little bit of "we're really sorry this happened", but ultimately, what I took from the call was that it wasn't a big deal, BECAUSE of the way the email was worded.  They had said int he original email "help us find someone who would fit this role" or something to that effect, somehow implying that exposing my personal information was o.k. because of the words of the email.  I barely read the email.  I went through every name to see who I knew and how I knew them.  I'll bet they did the same if they're like me.

This Toronto firm, though great individuals, will not get my business in the future as a candidate nor as an employer.  You only get one shot at Privacy like this. 

Names withheld to protect privacy. LOL.

16 March, 2009

10 cool Canadian Marketers on Twitter


Sometimes, drinking from the firehose that is a Twitter stream is a little too much. I decided to do a little blurb about the many people that shape my 'Following' list. I follow a lot of people, (a lot in the sense, that can you actually listen to more than 20 people in a genuine way?) but some are more creative, interesting, quirky or fascinating than others. I will likely do more of these kinds of posts, but I wanted to feature some of the people that stand out:

@DavidMorelli Director, Public Affairs for Tim Hortons
@ToniaHammer Community and PR for Molson
@maggieFox CEO Social Media Group
@JustinErdman Digital Marketing Manager for Universal Music
@DarrylPeddle Head of SEO for Yahoo! Canada
@afrognthevalley CTO for Praized Media
@MitchJoel President of Twist Image
@robcottingham Online Strategist for Social Change
@andreipetrik Rewards Specialist and Marketing Rockstar
@darrylRMSG Lead Recruiter at RMSG


I try to add interesting tweets where I can, and where I think it's appropriate, but I don't twitter for the sake of Twittering; My goal is to listen, learn and engage as much as I can. Network with people who have similar interest, or are in the same industry. (it's amazing how many people say they are 'Digital Marketers' or 'Social Media Experts'...) Ideas.

13 March, 2009

H is for HTML


And what I mean by that is HTML Email.  As a heavy Blackberry user, I'm tired of commercial emails that fill my tiny screen with HTML code, to the point where I can't even make out the message without tiring out my Thumb.

There is an easy solution to this, but it's cutting edge-- go backwards.  Give users the option to receive your email as a message; an actual, honest to goodness email with only text, and a actual message that does more than just drive to web.  

Lately in digital marketing, the focus has been a drive to web.  Usually, (I've found), this is a misguided objective, because the 'richer medium' is just used to deliver a fancier message.  Pictures.  Video.  Interaction, and tricks to get me to spread your message.

If the message itself is good.  Just put it in the body of the email as text.  Let me read it like a human, without a web-based Call to Action. Since I may end up reading this email on my computer eventually, (if it's compelling and useful to me) then put a single link at the bottom. Make that link a shortened URL, and make sure all your tracking codes are built-in before you shrink the URL.  

We are very rapidly getting to a point where Smartphones are becoming the norm, and email via these devices will be in a weird limbo state before all the devices can properly display an HTML email (assuming you would agree to that and basically cost yourself money, since images=bandwidth=charges) so the likelihood of people even reading HTML emails in the future on their mobile device is slim.  H is for HTML Email.  It's also for Hassle.

G is for Google


Google announced yesterday that they would be moving forward with the plans for Google Voice, the end result of the 2007 purchase of Grand Central.

The business revolves around the idea of a single phone number that is portable for life (much a like a Google account). The number can then be routed based on time of day or caller or even geography to a specific number of the users choosing, such as a mobile in the evening, or a work phone from 9 to 5.

Much of the value comes from Google's presence in the voice-to-text analysis field after their iPhone app and GOOG-411 service which can analyze voice and convert to SMS or text and save for your later reading.

The interface is much like Gmail, (so they say) however I have yet to get my updated info in my Grand Central account. Currently, only Grand Central users will have the ability to test Google Voice. As the service matures, the natural next step is the direct competition with SKYPE and other VoiP service providers.

The tricky part here is how Google will integrate ads.  That's their bread 'n butter, so will we have an audio ad at the beginning of our voicemail, and the service will be free?  Will there be a premium service for business that can accomodate all the SLA's required of big-business (that companies like Cisco, Avaya, et al must accomodate)

12 March, 2009

AIR MILES Launches a Collector Community


I'm very excited.

I get to participate in one of the newest niche communities on the web, and even better, I get to help shape it's growth. The AIR MILES Reward Program is launching the AIR MILES Community for Collectors. I work for the company, and specifically in the eBusiness group, and so I get to participate in the launch and the organic growth of the community.


Different from a lot of other forums out there, this section of Airmiles.ca is specifically designed to facilitate the communication and sharing between Collectors. These Canadians share at least one thing in common, and that's their love of free stuff! Excited, engaged and avid users of the program will most likely use the forums to share tips on how to collect AIR MILES Reward Miles from various Sponsors near them, but there will also be Category specific topics like Home Reno discussions hosted by RONA and online shopping discussions hosted by AirmilesShops.ca. I'm guessing the AirMilesShops forum will be dominated by online shoppers and those in the ecommerce space exchanging help, solutions, tips and tricks surrounding the new Yahoo! Powered AIR MILES Toolbar.

What I think is pretty sweet is the Memory Gallery. People earn all kinds of AIR MILES Reward Miles throughout the year, and then take a vacation or go on a cruise or get a new Camera or go to the movies, and now there's a spot to share these experiences. Collectors can tell a story, and add photos to spice it up. What I hope to get out of the community is an understanding of the 'Routine' of an avid Collector. I want to know about how they shop here and there, and check this flyer or website for bonus Miles, and then when they have X number of Miles, they redeem for rewards based on this criteria or that. I'm interested to know what is happening in the head of an AIR MILES Collector. (Mostly so I can be a better Collector myself...)

My wife Claire is, like most Canadians, in love with her rewards. She earns everything under the sun, but the value of collecting mostly ONE kind of currency, (for example as an Air Miles Collector, she should skip Loblaws and go to Metro) is lost a little on her. Because she collects all the kinds of Gas points, she gets to a reward about 1/3 as fast as someone who goes exclusively to Shell, for example. My guess is that the new community will be a forum for explaining many of these concepts, and people like me and Claire can learn from other avid loyalty users. Maybe she'll even join in the discussion on the Forum... She can see my cute little Moderator Avatar and get some tips from other Collectors on how to get her and I to Maui faster!



10 March, 2009

F is for Favicon


What is a Favicon you say? Favicon is short for Favourites Icon, or the little icon that sits in your browser address bar and beside your favourites when you bookmark a link. (My Favicon is this: )

Why is this relevant? This is yet another place to protect your brand. According to Wikipedia:

A favicon (short for favorites icon), also known as a website icon, shortcut icon, url icon, or bookmark icon is a 16x16 pixel square icon associated with a particular website or webpage.[1] A web designer can create such an icon and install it into a website (or webpage) by several means, and most graphical web browsers will then make use of it. Browsers that provide favicon support typically display a page's favicon in the browser's Address bar and next to the page's name in a list of bookmarks. Browsers that support a tabbed document interface typically show a page's favicon next to the page's title. The Microsoft Windows Shell also uses favicons to represent "Internet shortcuts" to web pages.

The favicon is easy to mess up. It's 16x16 pixels, and you have to represent your brand and your website with it. It's like the twitter tweet of brand imagery. Click here to see some examples of some awesome Favicons OR click here to use a Favicon generator and make your own. Google recently went through some changes to their Favicon, and it was actually NEWS!

09 March, 2009

E is for Experience Design


When you're designing a site from scratch, why would you ever leave out efficiencies that are already ubiquitous. By that, I mean, if Facebook does it, what is so hard? Just make it better.

It seems like web design is still divided into several categories: There are the super advanced sites like Facebook and Gmail that use the latest in AJAX, Java, Flash Actionscript, SSI, Php, Rails and other current development languages and tools, all in the attempt to make the user experience even more simple. These sites auto-close AJAX pop-ups after you've had a chance to read them. That's slick. Save you a click.

Then there are the sites that are still using technology from 3-4 years ago, and have updated the design, look and feel of their site, but not the functionality or UXD, because they can't, not because they don't want to. They're stuck with things like traditional pop-ups, or doing incredibly complicated things with CSS and DHTML just to make things look good, when they could migrate, and make things work good too.

Then there are the sites that haven't even bothered. They put up their content back in 2003, with no CMS to speak of, and have to manually adjust copy and news and content when necessary because they simply did not build an infrastructure to make those changes.

At the end of the day, when designing a site, think about it from the user's point of view. Forget about the technology and the restrictions, and simply ask the questions "If I were using the site, how would I want it to respond when I clicked here...?" You will likely give an answer pretty close to the best practice for UXD, however development likes to sometimes scrimp on the Experience to make the code easier. Baby and Bathwater.

08 March, 2009

D is for Digital vs. Print


What does it cost to design, print and distribute a Direct Mail piece nationally these days? (The answer: It depends on how big, how far, how much...) So then, what does it cost to design and distribute/deploy an email? (The answer: it's not free, but pretty much.)

The Digital vs. Print argument has been going on for a while, and there are many, many factors involved in assessing a true winner. As a savvy email user, I have filters, and categories, and junk addresses, and marketing addresses, and commenting addresses, and site specific addresses, and I own my own domain and can create and distribute a new address in seconds, so I have so well honed my skills of analysis and detection that I can delete an email based on a Subject line, if it even makes it that far. I'm the ultimate Turing test for email spam. That being said, I also get lots of email every day (that I read, even if it's just a cursory skim) and have perfected my inbox management skills as well.

All of the great skills and tools I describe above don't help me at all in the corporeal world that is Direct Mail. I will never be able to stop the "Unaddressed" or Junk mail as we call it, any better than I can stop the completely legitimate addressed mail (that I also deem junk). (Note: in the digital world, this is called BACN not SPAM, because it is mail that you somehow, somewhere said you wanted, but you really don't read, and can't be bothered or really shouldn't unsubscribe from it)

In your inbox, if your bank sends you something you don't really want, it takes about 1/10th of a second for your brain to figure out what it is and hit the delete button. When your bank sends you something to your mailbox, you really do have to open it to figure out what it is, and by then it's in your house, and you now have to deal with it. The hassles exist in both, but this post is just a comparison.

As a marketer, you know that a DM piece will get a certain response rate, and an email campaign will get a certain response rate. It all comes down to the numbers, so why don't we try to change the numbers? People do the same old things in DM, and expect the same results, knowing that 95% of what they send gets trashed. It's sad. With email, at least less trees get killed.


06 March, 2009

C is for Content



I recently had a lengthy discussion with some friends about the importance of Content with regards to Search Engine Optimization.

The conversation centered around the ease with which you can generate inbound links, Google PageRank, and organic search traffic, all simply by creating interesting and human-readable content. With a blog, no matter what the topic, there are bound to be people somewhere, interested in reading it. Whether or not they will convert in some way is another story, but if you have interesting content, people will eventually find it.

The topic we were using as our 'niche' example for content creation revolved around the Executive Search industry, and specifically, the accounting and finance sector. This is a great niche. You have a very specific, regulated, certified audience, as well as the random people just interested in the topic, and you can create copy and content that is both timely and relevant. It's a win-win.

So is it just that easy? Write a blog, fill it with interesting stuff, and people will come? Yes and no. I think that you can get traffic this way, but making sure it's the right traffic will depend on the quality of the content, and how well a job one does of tieing it back to the desired conversion action-- in this case-- candidates in the finance sector, interested in finding a new job. Once you have the great content, there are a few things you'll want to do to get it out there. I like StumbleUpon the best. Digg! is getting gamed lately, and the consistent long-tail for referrals originating from a Stumble are awesome.

Rock the Taskbar


Rock The Taskbar. http://rockthetaskbar.com




What's a casbah anyway?

Twitter listens, and improves top nav


Twitter has made some small but usable updates to the top nav on a profile page.  The addition of the 'Trends' drop-down, which was previously buried through search (which was also buried at the footer) creates a simpler mechanism to track "what's hot" and what's being discussed in real time.

They've also done a few other minor tweaks, such as adding profile and settings links below the username.  I like it.  It's telling me that these are the links to MY profile and settings for MY account.  It makes sense.  With the recent updates to Facebook, and the many comparisons being made, it's good to see that the folks at Twitter are paying attention.  

The best change is the search box.  No longer a need to go to search.twitter.com to enter a search.  I think this will drastically improve usability. Still wondering what the monetization strategy will be...

05 March, 2009

B is for Brand Reputation Management



The simplest way to describe it is protecting your good name in a world where a photo or blog post can circle the globe at the speed of light.  

I sum it up as a formula, derived via google:  Do a Google search for your name or brand.  Look at the first three pages of results.  How many of those refer to you?  Of the ones that refer to you, how many do you control or have influence over.  If this number is a ratio higher that 3:1 then you're in good shape.  Example:  30 results, 20 about your brand, 18 are pages directly stemming from your efforts (your website, your sister-sites, your press-releases on other sites, etc).

Google results are an easy check, but at the end of the day, I use two things to manage my personal brand, and the same two tools work equally well for a corporate brand.  The first is Google Alerts.  This service scans news, blogs, and the web and any mention of your keywords and trigger either an 'on-the-fly' email with the story, or a digest, sent daily, with all the stories.  If you're monitoring a very popular keyword or well known brand, the digest is the better choice.

For real-time monitoring of what's being said, I go back to Twitter.  Twitter represents what is being said RIGHT NOW on the web.  Using a tool to track your keyword in real-tinme on Twitter will tell you what people are saying.  I use Monitter, because I like the multi-pane approach, and it lets me see the speed of the conversation too.

At the end of the day, there is more to Brand Reputation Management that just knowing about the conversation-- you have to act on it.  participating in Twitter is the easiest strategy, setting up a profile, and simply answering questions and humbly interacting with those discussing your brand.  By being a part of the conversation, you can ultimately guide it.

Think about when you're at a party, and there's gossip about someone.  If that person were there to address the sortid details, they could easily provide the truth or clarification and the issue would quietly die.  If they're not at the party, the gossip circles and distorts and gets embellished and if this were you're brand, you'd be hiding under the porch by now...

04 March, 2009

New Facebook Pages are more like Profiles now


Facebook has begun the conversion of Facebook pages to be more like the new profiles. Up until recently, Facebook Pages, the main way for brands and stores and products to market themselves properly on Facebook, have looked like the old profiles. Narrow, left aligned, and very limited.

It appears now, with this newest upgrade, that pages will interact more with news feeds, just like a person, and can access more of the sites features, also like a person. I plan on investigating further and reading all the materials they've provided, but it's always interesting when Facebook makes a change, because it puts all the so-called 'experts' back to square one to learn, absorb, and internalize before everyone else. My most popular page so far is Slurm. Be a fan!

In addition to the new Page changes, they are also updating the Home page, or news feed as we've come to know it. There's a greater ability to filter what you see in the feed (either by the people you care about, or the content type) as well as some new features like 'Publisher' that lets you post directly into the stream. You effectively get to create two different streams if you want. Here is the official description of the new Facebook Homepage changes.

A is for Awareness


Awareness with regards to technology, your brand value, your customers, your competitors, and your industry.  

What are your customers saying? About you? Your competitors? Where are they talking? One of the easiest things in the world to do these days is monitor what is being said about your brand and your company.  I have two different takes on this, and I'll call the first 'The Funnel':

The Funnel is, in my mind, the electronic butterfly net we widely cast via Google, Blog searches like Technorati, Twitter monitoring, Yahoo! Groups, Facebook discussions, to distill for us the very content we seek.  These are strangers, talking about your brand, your competitors, using positive and negative commentary, and all without consulting YOU.  If you are a global corporate brand, you likely employ agencies for PR and Media Monitoring, and these agencies, if they're good, are also monitoring Social media in real time, and have plans in place to deal with both the negative AND the positive posts, comments and commentary.   

My second take on Awareness, now that we understand The Funnel, is The Network:

The Network, in my mind, is the distributed connections that we have through social media, social networking, business networking, business associations, friendships, family, and our jobs, that all contribute to that low rumbling hum that is our news feed of life.  When you want to ask a question about something to do with your brand, you already know what YOU think;  you want to know what others think.  You ask your spouse, your kids (depending on age or relevance), your friends, you might pose a question to LinkedIn or Facebook, or bring it up at Toastmasters or the monthly meeting of the Alumni Association.  You are doing your own primary research, and this can get you lots of results, but you have to weight them accordingly.  

If it's a business problem or marketing idea, you may give more weight to your professional connections, unless it's a kitchen appliance you're trying to market, in which case, you may ask your wife to ask her friends.  This awareness of the thoughts and feelings of your distributed network is what will give you the advantage. Why not use your employees?  If you have a large staff, depending on the industry, they may spend a great deal of time in front of the computer anyway, and likely participate in social sites anyway-- tap this resource, and create an army of advocates.  If they like you, they will be happy to proudly wear the badge of your company, and if they don't, and they want to keep their job, they'll tell you why they don't and you can fix a problem.  Either way you win.  

Awareness is important, because without it, if your are unaware, you risk making mistakes, and meeting challenges blindly.  You give the advantage to your competitors.  Engage your employees, engage your customers, and protect your brand.